Shelby M. Email & Phone Number

Canton Of Zug, Switzerland

Zurich, Switzerland

Responsible for procuring and managing national partners for the ESC 2025 in Basel

• Spearheaded development, management, and execution of comprehensive marketing & communications strategies, with a budget-efficient approach• Governed and streamlined the IIHF and World Championship commercial rights programs, ensuring 100% compliance with contractual obligations across all platforms• Oversaw and executed data-driven communications to effectively push awareness, stimulate engagement, and drive traffic to social media/digital offerings leading to YOY growth and 7-place ranking increase on #SportOnSocial League Table 2023 and further 2 places in 2024• Singularly led and executed all commercialization efforts from sales approach strategy to contract negotiations in areas of sponsorship, data, media/broadcasting, and fan monetization • Navigated the intricate landscape of relationships between World Championship organizers, commercial partners, TV broadcasters, sponsors, suppliers, and social media teams, building collaboration and synergy• Mentored and motivated a team of 5 internal reports and built a social media/content generation team of over 20 people

• Provided expert insights into the company's football sponsorship strategy, analyzed commercial proposals and contributed to negotiation tactics resulting in more efficient rights packages• Strategic development/oversight of rights activation around entire national sponsorship portfolio, particular focus on football leading to higher awareness rates• Collaborated with product, social media, and global branding teams to devise tailored activation strategies, producing a 30% increase in rights utilization across various channels• Head of youth football promotion projects - crafted national and regional activation strategies leading to a 25% boost in engagement• Oversaw global management and communication measures for Sergio Garcia, an international golf pro, both nationally and in local markets worldwide

• Developed commercial concepts, sponsorship rights inventory, and sales approach for UEFA's flagship club competitions, UEFA Champions League and UEFA Europa League, generating an annual revenue of approximately EUR400 million• Utilized market research, brand insights, and consumer habit trends to construct compelling sales arguments and tailored commercial proposals• Successfully identified, cultivated relationships with, and presented to prominent global brands and their C-Level executives• Led creation of working groups to continuously evaluate and enhance marketing assets and international promotion covering topics such as digital and content engagement, hospitality, and Asian regional sponsorship acquisition• Co-engineered full centralization and commercial concept of UEFA Europa League• Excelled as UEFA Champions League Venue Manager at Bayern Munich and Bayer 04 Leverkusen, effectively coordinating and delivering commercial and sponsorship aspects for each match night

• Developed and carried out overall sponsorship acquisition strategy which yielded €40+ million from 8 new and 14 prolonged contracts• Managed and executed all business development activities, encompassing candidate identification, strategic approach, customized partnership proposals, negotiations, and contract management• Introduced innovative sales tools and marketing initiatives, leading to a notable increase in client lead generation and promotion of Toyota's Formula 1 commercial program• Conducted benchmarking, evaluation and conception of new property assets resulting in modernized sponsor rights and promotional tools• Previous responsibilities at Toyota Motorsport before promotion to Business Development Manager in 2007 included: o Head of Test Team Media Relations – effectively managed all national/international media requests and correspondence o Sponsor Account Management – ensured consistent implementation of branding and marketing contractual rights, contributing to strong sponsor relationships

• Strategic consultation and account management of a premium Formula 1 sponsorship, resulting in a top 10 awareness position among over 300 Formula 1 sponsors• Conceptualization of international/national strategy and activation proposals for top sponsors of international platforms such as UEFA EURO 2004, FIFA World Cup 2006, 32nd America’s Cup and Formula 1• Successful coordination and efficient leveraging of sponsorship rights through hospitality, event, and promotion measures for top clients and their regional business units• Sponsor Venue Manager for Coca-Cola during the FIFA Confederations Cup 2005, responsible for managing sponsor’s overall event and promotional activation measures and direct liaison with FIFA